hardee's social media campaign
TRANSCRIPT
Hardees & Carl Jr.s Happy Star Rewards
Hardees & Carls Jr.
Happy Star Rewards
By Alex Jones, Jordan Smith & Kelsey Hull
PROMO
Purpose & Objectives
CKE Restaurant's campaign to bring awareness about the Hardees and Carls Jr. app on the iPhone and Android phones.
Promote downloads of the app
Drive consumers in store via Happy Store Rewards, GPS-loyalty program that rewards users for checking in at Hardees and Carls Jr.
Programming Phase I
Phase I App roll out for core fans using Facebook, Youtube, brand websites, and e-mail list.
Programming Social Media
Programming Social Media
Programming Phase II
Phase II partnered with mobile advertisers Jumptap and Flurry to promote the app
For every five check-ins consumers received one free coupon the app suggests sharing on social networks
App was heavily promoted in restaurants using flyers, tray liners, etc.
Twitter contests.
Evaluation
36% redemption of mobile coupons on spot
Facebook Hardees has 524,321fans, Carls Jr. has 822,567.
Combined they have almost 30,000 followers on Twitter
App climbed to the top five free apps, surpassing Facebook and a version of Angry Birds during the campaign.
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